Industry In 2020 Is Estimated At Rs 5894 Crore; Cricket Claims 87% Share Of Sports Sponsorship Pie: GroupM ESP
During the amount of inactivity in sports, there was a big step jump within the level of social media influencer activity among popular athletes. Here again, cricketers ruled the roost, with a 92% share of the pie. Of the 377 endorsement deals that happened last year, 275 involved cricket players. 2020 also saw female athletes pulling in brands and therefore the continued success of those stars is proof of the very fact that our champions are loved, and that we are pleased with them. because the sporting nations wait eagerly in anticipation, the stocks are highly in favour of endorsements from our athletes. the best game results update.
The lockdown had also catalyzed the expansion in certain sectors. The absence of live sports along side a sub-optimal supply of fresh OTT content led to the shift towards gaming; the month of April 2020 saw an 11% increase in users per week along side a big jump in average time spent per gamer. This led to a sudden boom in e-sports in 2020, with communities getting built and multiplayer activities gaining ground. Over the last three years, there has been a doubling within the gamer base also as viewership numbers within the time.
Despite the Covid-19 threat and multiple risks, India’s foremost sporting league, the Indian Premier League (IPL) got underway in UAE in September much to the delight of fans, players, franchisees, sponsors, and rights holders. The success of the IPL was an excellent demonstration of the qualities of brinkmanship and improvisation, just what the doctor ordered to lift the spirits of a nation during which cricket is followed with religious fervour. whilst the absence of a good share of events has rendered year-on-year comparisons irrelevant, two things are extremely heartening. First, the general levels of business seen within the industry in 2020, and then, the high running momentum as we exit the year and advance to 2021.In November, the Indian Super League (ISL) got underway in three venues in Goa with strict protocols and adherence to bio-bubble considerations. This was the primary major sports event to be held in India after the pandemic; giving ample demonstration of our ability to tug off an occasion of this magnitude under such circumstances.
Prasanth Kumar, CEO — GroupM South Asia said, “With the lockdown being enforced and subsequent stoppage of play on the sector , the void was stark with no visibility on how the anti-Covid efforts would pan out. And even with none activities, our sports heroes stayed on the brink of us. They came closer by actively engaging with their followers on social media and therefore the spontaneity of this online content flow and with the open arms that we welcomed it, is that the demonstration of the facility of sports in our country. Speedy responses and improvisations are on the go where what things demanded and among the various things the Covid-19 situation taught us marketers, was the necessity to be adaptable because the tide turns fast around us.”
